Models Of Media

Question 1

What is the hypodermic syringe model?

Answer 1

• Classical marxist view
• Audience as passive and homogenous
• See media content and accept it as true
• Media Violence debate: Does violent content produce violent behaviour? –> Jamie Bulger case (Child’s play), Bandura’s bobo doll experiment (Observed models being violent to dolls and imitated the behaviour)

Question 2

What is the AO3 to the hypodermic syringe model?

Answer 2

• Releases catharsis

Question 3

What is the two step flow model?

Answer 3

Katz and Lazarsfeld:
- Early pluralist view
- Media content shared
- Audience = active so don’t just accept what they see
- Discuss with opinion leaders before forming an opinion
- Recieve mediated messages and accept these

Question 4

What is selective filtering?

Answer 4

Klapper:
- Neomarxist model
- Audiences are active
1.) Selective exposure: Expose to content that fit preexisting interests
2.) Selective perception: Choose whether to accept/reject idea
3.) Selective retention: Forget things that aren’t in line with own views

Question 5

What is the reception analysis model?

Answer 5

Hall:
- Neomarxist model
- Media encode + put information in, audience decode the information and take it in different ways (subjective)
1.) Dominant/preferred reading: read & believe message in it, take the reading that the writers intended
2.) Oppositional reading: Reject preferred reading –> disagree with the idea the reading shows
3.) Negotiated reading: Understand preferred reading, but don’t agree with all the messages

Question 6

What is the uses and gratifications model?

Answer 6

• Pluralist model
• Active and use media to please themselves
  –> Source of diversion/escapism
  –> Personal relationships
  –> Personal identity
  –> Surveillance

Question 7

What is the cultural effects model?

Answer 7

• Neomarxist model
• Audiences aren’t passive, but media has an effect
• Audiences will accept the content when they have no access to alternative information, so what they decide to accept/reject may be heavily based on their own experiences
• Audiences accept content overtime as the same messages keep being repeated –> drip-drip effect
  –> Links to gatekeeping as they see dominant ideology as the accepted view